E-commerce has changed the way Chinese consumers live and its influence keeps growing. China has become the largest online retail market; 1.3 yuan out of 10 yuan was spent online by Chinese consumers in 2015.

Tencent released Tencent Entertainment Whitepaper several recently and highlighted entertainment activities of the post-90s. 211 million Chinese post-90s make up 15.4% of the total population in China according to National Bureau of Statistics in 2015. Realize preferences and behaviors of the post-90s will help media, companies and advertisers grab the commanding point.

The overall turnover of Black Friday in 2015 increased by nearly 30 times more than that in 2014 and the number of orders increased by nearly 35 times this Black Friday shopping season according to Alipay.

The post-90s in China refer to the youth among 16 to 25 years old born in the 1990s which are the first generation accessing the internet from childhood, and have formed different consumption habits with their parents.

Daily active Users of WeChat totaled 570 million in China in September 2015 according to Tencemt. Daily active users grew by 64%, compared with 49% in the same period last year. The majority of users were the post-90s and post-80s, and about 60% of users were the young generation from 15 to 29 years old.

China users’ time spent on digital media has exceeded that on traditional media in 2015. Digital media is the largest media by ad revenue; online ad revenue will continue to grow, especially mobile ad revenues.

The post-90 is a common term in China indicating people who are born in and after 1990; the total number is about 140 million, accounting for 11.7% of the total population. The post-90s would become the future backbone of China’s internet.

Since the start of 2015, the growth rate of Chinese automobile transaction volume had slowed down its growth. In June 2015, the growth rate of the automobile market was merely 1.4%, 7 percentage points lower than June 2014.